Crafting Your RSO

Before we begin, make sure you also check out our article on Why Mass Marketing Doesn’t Work in order to fully understand what we are about to discuss here. 

As mentioned in the above article, the most important element to your marketing being effective is to have an RSO. 

A Rock Solid Offer. 

So how do we create one? 

Well first we need to cover how we DON’T craft an RSO.

Imagine you run a marketing agency and you're looking to attract more clients. 

Now most business owners will come up with something along the lines of: 

“Call us today for excellent customer service and competitive pricing” 

“We’ve been in this industry for over ten years, and we’re experts at what we do”

“Let us take care of your advertising. We’ve handled jobs for hundreds of other clients”

This is the type of marketing we all see everyday around us.

Here’s the issue:

It’s BORING

Run of the mill. Doesn’t stand out. It doesn’t excite your ideal client enough to even register as their eyes gloss over it. 

How do I know this? 

Because the marketing agency down the road you’re competing for clients with can say the exact same thing. 

Now let's clarify. 

We don’t want to be boring to our client. This does not mean however that we pull out the laser light shows and pop culture references. 

To not be boring we simply need to place ourselves into the frame of mind of our ideal client. 

Let's take an oil change for instance. 

Now to most people, oil changes are incredibly boring. But when one morning on your way to work your car is telling you it needs service, it's suddenly no longer boring and at the top of your mind. 

You begin to notice garage advertisements on the way to work, and what do you see?

“Ensure optimal engine health with our premium oil change”

“Oil change and tire rotation only $150, book today”

“Preserve your car, change your oil today”

None of these ads connect to the mind of the customer. 

The main thought of most people who wake up only to discover they need an oil change? 

“How much time is this going to take me?”

So to connect to our client, we say something like:

“Book your 15 minute oil change online today. Restore vehicle health in no time flat.” 

Now that we’ve connected to the mindset of our customer we have the makings of a great offer. But it’s not an RSO yet. 

We don’t get bored by shock and awe. 

We fix boredom by identifying with our customer, placing ourselves into their shoes, and speaking to them about what is most important to them at the moment. 

This is the first element of crafting an RSO. That means we still have two more to cover to truly create a Rock Solid offer.